Recent statistics show that Gen Y has already given birth to more than 13 million babies. With the generation being nearly 80 million strong, they will produce more children than baby boomers. What does this mean for marketers? Strap yourself in for a few decades of a wild ride!

As we look in the rear-view mirror to see the year 2009 disappear in the distance, we can't help but hope for better times ahead. At the same time, let's hope we don't lose the scrappy resourcefulness that, in the crucible of the recession, burned off impurities of youth marketing and revealed the shape of things to come.

What can a brand learn from the fast-paced life and creative ingenuity that makes Gen Y Gen Prototype? The answer may lie in a brand's ability to be light on its feet, take chances whenever possible, and prove itself a true continual innovator in its category.